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2.
“Here’s last quarter’s media analysis and lastyear’s brand tracking data. Can we schedule a ”meeting to review the 75-slide deck?• Too many research professionalsContents are proprietary and confidential.

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“Wow, did you see the opinion shift on today’sdashboard? That story’s really working. Let’s ”amp it up with some new content tomorrow.• The opportunity in front of usContents are proprietary and confidential.

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Marketers are currently swimming in data People and brands send more than 340m tweets per dayPeople on Facebook share more than 684,000 bits of content per dayPeople upload 72 hours of new video to YouTube every minute Google receives over 2 million search queries a minute@chuckhemann ON TWITTER #gotoexplore

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Social Channels = New Frontier for Research • Open, unfiltered channels • Real-time market-driven conversations • Engaged customer and partner communities • Early warning system for competitive intelligence • Lots of noise to filter, but plenty of valuable signal Contents are proprietary and confidential.

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Where do we get started?@chuckhemann ON TWITTER http://www.flickr.com/photos/94379417@N00/4808475862/

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Making social data work outside of PR/marketing• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy • Discover the data • Analyze the data • Segment • Develop insights • Execute based on those insights• Requires central source for listening with organizationhttp://www.kenburbary.com/2009/10/introducing-the-social-analytics-lifecycle/ @chuckhemann ON TWITTER

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Key elements of success… 1. Use the “right” tool(box) for the job. 2. Develop a social intelligence supply chain. 3. Institutionalize standard metrics and models. 4. Determine the right reporting cadence. 5. Verify software tools with analyst hand coding. 6. Plan protocols for real time crises. 7. Build a team who understands the business. #gotoexplore

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Framing your reporting approach around the Five W’s • What are people saying about your brand • Where people are talking about your brand • When people are talking about your brand • Who is talking about your brand • Why people are talking about your brand@CHUCKHEMANN ON TWITTER

15.
Putting together an effective training program • Take advantage of existing training programs • Start with a core team of people within the company • Spread training program to other parts of the organization gradually • Hands-on training as much as possible • Create incentives/requirements to complete training programs Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/@chuckhemann ON TWITTER

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Making sure the robots don’t take over the world Data Capture / Management Data Analysis / Reporting 1. Supplement social listening 1. Use statistical analysis and modeling tools with additional data to make sense of very large sources conversations 2. Use combination of human- 2. Integrate metrics from different data coding and NLP to gather sources to make connections between relevant conversations brand activities, social media conversations, and business goals 3. Filter spam using the best tools, keyword filters and human 3. Analysts and data scientists review analysis results with engagement specialists and thought partners to deliver recommendations

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Do you need the physical command center space? … The answer to this question is, as usual, MAYBE@chuckhemann ON TWITTER #gotoexplore

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Or you can utilize a web-based application that is scalable Contents are proprietary and confidential.@chuckhemann ON TWITTER